Ad Agency · Content Strategist
30-day calendar + tracking
Meta media only, retail Find Near You KPIs, geo ad sets by cluster. Calendar and tracking are one document. Review-passed angles only.
Locks
Shared gates for every live row.
Media
Meta only
Primary fences
TV + SD NC
Gate
≥$150 or 3 days
Win / loss
≥1.2× / <0.85×
Shared capture (every live row)
Dest: Find Near You only · Events: LocatorPageView · FindStoreClick · GetDirections · no Purchase
UTM: utm_source=meta&utm_medium=paid&utm_campaign=ss_<angle>&utm_content=<cluster>
QR QR-SS-<ANGLE>-TV/SD · POS SMILE<ANGLE>-TV/SD
Never: national-blind · WinCo/Maverik/Jacksons · Platinum/LASA · Padres Radio · invented % off
Week 1 — 28 Sep–4 Oct · Launch + hook tests
~Equal split across live ad sets. Formats: 1:1 + 9:16 lead; 4:5 backup. 21+ · Drink Responsibly on every asset.
| Cluster | Pack | Angle | Hook A/B | CTA | Campaign | Metric | Budget |
|---|---|---|---|---|---|---|---|
| TV treasure_valley | SS-A | Seltzer switch | “That’s not a cocktail.” vs “Seltzer’s fine. This is better.” | Find Near You | ss_a_seltzer · utm_content=treasure_valley | Locator/directions + QR + POS | 12.5% |
| SD san_diego_nc | SS-A | Seltzer switch | “Same fridge. Real cocktail.” vs “Stop settling for bubbles.” | Find Near You | ss_a_seltzer · utm_content=san_diego_nc | same | 12.5% |
| SD | SS-B | Pineapple | “Vacation in a can.” vs “Pineapple Orange. Crack a Smile.” | Find Near You | ss_b_pineapple | Locator/directions | 12.5% |
| TV | SS-B | Pineapple | “Crack a Smile.” vs “Your fridge just got a passport.” (no beach claim) | Find Near You | ss_b_pineapple | same | 10% |
| TV | SS-C | Zero hassle | “Bar taste. Zero hassle.” vs “Open. Pour. Done.” | Find Near You / Get Directions | ss_c_locator | Locator + outbound stockist clicks | 10% |
| SD | SS-C | Zero hassle | same hooks | Find Near You / Get Directions | ss_c_locator | same | 10% |
| SD only | SS-F | SD local | “San Diego, crack a Smile.” vs “Game day. Can ready.” | Find Near You | ss_f_sports | Geo locator + location QR | 10% |
| TV + SD | SS-E | Spicy Mule | “Spicy Mule. Without the burn.” vs “Ginger kick, smooth finish.” | Find Near You | ss_e_mule | Flavor → Find Near You | 12.5% split |
Week 2 — 5–11 Oct · Cut losers / CTA test
| Action | Detail | Budget |
|---|---|---|
| Kill | Any ad set <0.85× after gate | $0 |
| Scale | Winners ≥1.2× keep hooks + best format | 55% |
| CTA A/B | Find Near You vs Get Directions on top 2 packs | 20% |
| Add | SS-D Balanced + SS-I Clean (TV+SD) if week-1 volume supports | 15% |
| Hold | SS-H Occasion daypart test prep | 10% |
Week 3 — 12–18 Oct · Breadth + occasion
| Pack | Clusters | Test | Capture | Budget |
|---|---|---|---|---|
| Scale winners | Winning fence(s) | Creative refresh if frequency high | Existing stamps | 40% |
| SS-D | TV + SD | FAQ→locator click rate | ss_d_balanced | 15% |
| SS-H | TV + SD | Daypart × cluster | ss_h_occasion · utm_content=<daypart>_<cluster> | 20% |
| SS-I | TV + SD | FAQ→locator + first QR/POS | ss_i_clean | 15% |
| Optional SM city | Separate city ad sets only | Save Mart line only inside SM fences | ss_* + SM cluster codes | 10% |
Week 4 — 19–25 Oct · Scale + clean-up
| Action | Detail | Budget |
|---|---|---|
| Scale | Top 2–3 angle×cluster combos | 50% |
| Refresh | New hooks only on fatigued winners | 20% |
| Secondary SM | Proven angles only; never statewide CA | 15% |
| Always-on | Best SS-A or SS-C on both primary fences | 15% |
| Still out | G · WinCo/Maverik/Jacksons · unverified awards | — |
Sequencing rules
Albertsons / Stinker / Ridley’s only in treasure_valley; Keg N Bottle + independents in san_diego_nc; Save Mart only in SM city fences.
SS-F never leaves san_diego_nc. Beach/coast claims only on SD creative.
No invented % off — “current offer” only.
Every live row keeps Measurement stamps; untracked = do not schedule.
Budget columns are % of weekly Meta spend — dollarize when weekly budget is set.